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Effects of design factors on store image and expectation of merchandise quality in web-based stores

机译：设计因素对网上商店的商店形象和商品质量期望的影响

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This study investigates two design factors of store atmosphere in relation to store image and consumers' expectations of merchandise quality for web-based stores. We address this purpose through the use of the Stimulus-Organism-Response (S-O-R) model on which five hypotheses were drawn based on research conducted with brick-and-mortar and web-based stores. In order to test the hypotheses, four treatment combination stimuli were developed by two types of storefront designs (thematicon-thematic) and two types of information display (picture-based/text-based). A total of 307 college student questionnaires were analyzed. The findings provide a better understanding of consumer's behavior toward web-based stores. Experiment results suggest that, consumers reacted more positively to web-based stores using a thematic and picture-based store design than web-based stores using a non-thematic and text-based store design. The methods of information display (picture-based/text-based) were positively related to a convenient store image and consumers' expectation of merchandise quality. In addition, there was a mediating effect of store image between store atmosphere and consumers' expectations of merchandise quality.
机译：这项研究调查了与商店形象和消费者对基于网络的商店的商品质量期望有关的商店气氛的两个设计因素。我们通过使用刺激-有机物-响应（S-O-R）模型来实现此目的，该模型基于对实体店和网络商店的研究得出了五个假设。为了检验假设，通过两种类型的店面设计（主题/非主题）和两种类型的信息显示（基于图片/基于文本）开发了四种处理组合刺激。共对307份大学生问卷进行了分析。这些发现可以更好地了解消费者对基于Web的商店的行为。实验结果表明，与使用非主题和基于文本的商店设计的基于网络的商店相比，使用主题和基于图片的商店设计的消费者对基于Web的商店的反应更为积极。信息显示的方法（基于图片/基于文本）与便利的商店形象和消费者对商品质量的期望成正比。另外，商店形象与商店气氛和消费者对商品质量的期望之间存在中介作用。

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